STOP PROJECT NEW SHINKANSEN STATION FOR KAGA

TitleSTOP PROJECT NEW SHINKANSEN STATION FOR KAGA
BrandKAGA CITY SHINKANSEN INITIATIVE OFFICE
Product / ServiceKAGA CITY SHINKANSEN INITIATIVE OFFICE
CategoryE02. Public Affairs & Lobbying
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 GEEK PICTURES INC. Tokyo, JAPAN
Idea Creation 3 DRILL Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
PR 2 DRILL Tokyo, JAPAN
Production GEEK PICTURES INC. Tokyo, JAPAN
Post Production GEEK PICTURES INC. Tokyo, JAPAN

Credits

Name Company Position
Ryu Tamogami Drill Creative Director
Takahiko Yoshida Dentsu Inc. Agency Producer
Masanari Kakamu Dentsu Inc. Art Director
Yuji Ozawa Geek Pictures. Producer
Wataru Sato TYO inc. Director
TOMOHITO TANAKA Freelance CINEMATOGRAPHER
TAMAKI HASHIMOTO Geek Pictures. Production Manager
SATOSHI OTAKE Geek Pictures. Production Manager
ATSUSHI YOSHIHAMA Freelance Photographer

Why is this work relevant for PR?

Regional revitalization videos are popping up all over Japan. With as many as 870 videos produced annually, it’s easy to get lost in all the noise, and it’s not very cost effective. Even if a video does cause a buzz, it’s usually only temporary. Regional promotion that has continuity and vitalizes the region at a fundamental level. It’s not just a PR video. It’s a movement created with the citizens.

Background

When the Hokuriku Shinkansen extension goes into service in 2023, we want Kagaonsen Station to be one of the stops. We will set up the Shinkansen Initiative Office at Kaga City Hall, and dramatize its activities as part of the PR efforts. Negotiations with the national government and the railway company to make the final decision on the Shinkansen stop moved in our favor.

Describe the creative idea (20% of vote)

We will set up the Shinkansen Initiative Office at Kaga City Hall, and dramatize its activities as part of the PR efforts. All actors are citizens of Kaga City. We executed a novel strategy:“Involve the Neighboring City.”

Describe the PR strategy (30% of vote)

Regional promotion that has continuity and vitalizes the region at a fundamental level. When the Hokuriku Shinkansen extension goes into service in 2023, we want Kaga-onsen Station to be one of the stops.

Describe the PR execution (20% of vote)

We will set up the Shinkansen Initiative Office at Kaga City Hall, and dramatize its activities as part of the PR efforts.

List the results (30% of vote)

The project was featured in numerous media reports and created a buzz on social media. It was ranked No. 1 at the Regional PR Video Grand Prix and the Japan's Largest Film Awards, Gold Medal Winner. We executed a novel strategy: “Involve the Neighboring City.” Negotiations with the national government and the railway company to make the final decision on the Shinkansen stop moved in our favor.

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